”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) and articulating a positioning statement(s) for the new product—all in light of market trends, customer information, and competitor positions. Students must also make recommendations regarding the product name, number of products in the line, and the price (including a break-even analysis). Distribution and promotion issues are downplayed, yet there is sufficient information to determine whether students’ recommendations on the larger issues account for the necessary integration of the 4Ps.
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Case Study|
July 11 2007
Green Ox
This case was prepared by Darden Professors Marian Chapman Moore and Ronald T. Wilcox, and by Associate Professor Geraldine R. Henderson, Medill School of Journalism, Northwestern University. The product names have been disguised. The case was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation.
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Online ISSN: 1111-111X
Print ISSN: 1111-111X
Copyright © 2007 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
2007
University of Virginia Darden School Foundation
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Teaching Notes 1–9.
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Moore MC, Wilcox RT, Henderson GR (2007;), "Green Ox". Teaching Notes, Vol. ahead-of-print No. ahead-of-print.
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